MKT202 Marketing Research: Designing Effective Data Collection Tools

This assignment provides a comprehensive overview of designing essential data collection tools for market research. It includes a research plan diagram outlining timelines and benchmarks for various tasks, such as problem identification, research design creation, method selection, data collection, and report writing. The assignment also features a detailed survey questionnaire incorporating different types of scales and techniques to gather relevant data on customer preferences and brand perception, specifically focusing on Jetstar Airways. Furthermore, a market test study diagram is presented to visualize the testing and study process. The research aims to assess the impact of brand personality on consumer purchasing decisions, addressing the research problem of how brand personality influences customer buying intentions for Jetstar. The questionnaire includes sections on personal details, brand awareness, customer preferences, and loyalty, employing both closed and open-ended questions to gather a mix of quantitative and qualitative data. This assignment highlights the practical application of market research principles and the importance of well-designed data collection tools in understanding consumer behavior.

Running head: MARKET STUDY ESSENTIAL TOOLS 1
Market Research Essentials
Student’s name
Institution affiliation

MARKET STUDY ESSENTIAL TOOLS 2
Contents
Market Research Essential Tools...........................................................................................................4
Study design diagram........................................................................................................................4
Online questionnaire survey..............................................................................................................5
Market test and study diagram.............................................................................................................10
References...........................................................................................................................................11

MARKET STUDY ESSENTIAL TOOLS 3
Market Research Essential Tools
Study design diagram
(The diagram is clear in its original excel design. Based on the large size it cannot be
clear in the word document after being copied unless zooming out is applied, pleased see
the applied excel)
Market Research Essentials Project
Project Starting Date Display in weeks 1
Project's lead
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 1 2 3 4
1 Problem identification 1 Mon - 7/9/2018 Fri 7/13/18 7 100% 5
1.1 Study topic selection Tue- 7/10/2018 Thur 7/12/18 2 100% 2
1.2 Setting study
objectives, questions Thur-7/12/2018 Tue-7/17/2018 6 100% 4
2 Research design
creation 2 Mon- 7/16/2018 Fri -7/27/2018 11 100% 9
2.1 Comparing research
designs Wed- 7/18/2018Wed -7/25/2018 8 100% 5 .
2.2 Testing design viability Tue -7/24/2018Mon -7/30/2018 6 100% 5
3 Research method
selection 3 Mon -7/23/2018 Fri -8/05/2018 12 100% 10
3.1 Identifying study
population Mon -7/23/2018Thur- 7/26/2018 4 100% 2
3.2 Sample procedure
selection Wed -7/25/2018Wed- 8/01/2018 7 100% 5
3.3 identifying data
collection methods Sat -7/23/2018 Sat- 8/04/2018 7 100% 5
4 Data collection 4 Mon- 8/04/2018Tue -8/16/2018 12 100% 10
4.1 Distributing data
collection tools Mon- 8/04/2018Tue- 8/09/2018 6 100% 4
5 Data analysis 5 Mon- 8/13/2018Tue -8/23/2018 9 100% 7
5.2 writing preliminary
report Mon- 8/13/2018 Fri -8/22/2018 8 100% 8
6 Report writing 6 Sun -8/19/2018Wed- 8/29/2018 10 100% 9
7 Report presentation 7 Thur- 8/30/2018Mon -8/31/2018 2 100% 1
8 Follow-up 8 Thur- 8/30/2018 Fri -9/02/2018 3 100% 3
2weeks- 17/9/2018 (Monday)
July:July:
3
July:
4
July:
8
Augst:Augst:
6
Augst:
5 7
Augst:

MARKET STUDY ESSENTIAL TOOLS 4
Online questionnaire survey
This research is to apply the online questionnaire survey design. It will apply both the
closed and open-ended types of questionnaires. The participants are to be given some login
details that involve an email and password to website so as to access the survey
questionnaires. Respondents will be contacted using a mobile phone so that their participation
is confirmed (Grandzol, and Gershon, 2011, p. 89). This will make it easy for data collection
while ensuring that interviews would take shortest time ever (Rea, and Parker, 2014, p. 21).
The online survey will also give the participants the freedom to access and fill the
questionnaires at their will when they have free time thus ensure they are not inconvenienced
in case they have busy schedules (Lazar, and Preece, 2009, p. 63). Some other questionnaires
in hard copy will be used at the airport to carry out direct interviews on customers already
identified. The move will help to probe for more information concerning their likes and
dislikes about the Jetstar services (Burton, and Mazerolle, 2011, p. 29).
The following is the study sample:
Age Gender
18 and above 180 males
120 females
Total 300
Survey questionnaire
Personal details
Name Contact Gender identity
Marital status Salary scale Place of residence

MARKET STUDY ESSENTIAL TOOLS 5
1. The Jetstar brand is the most famous and liked brand in the country
 Very true
 True
 Not true
 Completely false
2. I am aware of the Jetstar company and can recognize its picture of logo
 Very true
 True
 Not true
 Completely false
3. I prefer the Jetstar airways for both local and international travels
 Very possible
 Possible
 Impossible
 Very impossible
4. The company has favorable charges to its customers
 Very true
 True
 Not true
 Completely false
5. What are the reasons that make the Jetstar airways comfortable to its customers? Give
a brief description
(Space)
6. I can comfortably afford to pay for the travel services of the company
 Very true

MARKET STUDY ESSENTIAL TOOLS 6
 True
 Not true
 Completely false
7. I do not like travelling by air and thus the Jetstar brand is not a bother to me.
 Very true
 True
 Not true
 Completely false
8. I usually have positive feelings about the Jetstar brand
 Very true
 True
 Not true
 Completely false
9. How did you first come to know about the Jetstar brand?
(Space)
10. Poor quality services and increased price can make me change my opinion about the
Jetstar brand
 Strongly agree
 Agree
 Disagree
 Strongly disagree
11. What is your level of loyalty to the Jetstar brand
 More loyal
 Loyal
 Disloyal

MARKET STUDY ESSENTIAL TOOLS 7
 More disloyal
12. What is the rating for the Jetstar airways services?
 Excellent
 Good
 Poor
 Very poor
13. I am loyal to the Jetstar airways brandbecause I feel safe when using their services
and nothing can change my decision about this
 Strongly agree
 Agree
 Disagree
 Strongly disagree
14. The Jetstar Company is very honest and transparent when serving the customers in
terms of their charges in transport. Give them a rating
 Excellent
 Good
 Poor
 Very poor
15. I can honestly identify myself with the Jetstar brand since they make efforts in making
service improvement to satisfy the customers
 Very possible
 Possible
 Impossible
 Very impossible
16. What can be liked about the Jetstar services or the brand? Give a reason

MARKET STUDY ESSENTIAL TOOLS 8
(Space)
17. What can be disliked about the Jetstar services or the brand? Give a reason
(Space)
18. What do you like among the Jetstar services that may not be in other airways
company brands? Give some reason
(Space)
19. What do you dislike about the Jetstar brand that is not in the other airway brand?
Describe briefly
(Space)
20. Give a general opinion about the Jetstar Company. Describe briefly
(Space)
21. What various steps were taken to complete this research and the challenges involved?
(Space)

MARKET STUDY ESSENTIAL TOOLS 9
Market test and study diagram

MARKET STUDY ESSENTIAL TOOLS 10
References
Burton, L.J. and Mazerolle, S.M., 2011. Survey instrument validity part I: Principles of
survey instrument development and validation in athletic training education
research. Athletic Training Education Journal, 6(1), pp.27-35.
Grandzol, J.R. and Gershon, M., 2011. A survey instrument for standardizing TQM modeling
research. International Journal of Quality Science, 3(1), pp.80-105.
Lazar, J. and Preece, J., 2009. Designing and implementing web-based surveys. The Journal
of Computer Information Systems, 39(4), p.63.
Rea, L.M. and Parker, R.A., 2014. Designing and conducting survey research: A
comprehensive guide. John Wiley & Sons.